Value co-creation: using a viable systems approach to draw implications from organizational theories

Scope of the paper is improving our understanding of ‘value co-creation’, one of the cornerstones of the Service-Dominant (S-D) logic, which is focused on the undertaking of specific human interactive forms; to accomplish this goals the paper analyzes several organization theories’ insights, and specifically configuration theory, structuration theory, effectuation theory and governance theory. These organizational theories, indeed, can be used to explain the nature of human collaboration within dyadic and/or network-based interactions. Specifically, by adopting a particular systems theory perspective known as the ‘viable systems approach’ this paper purports to integrate these theoretical perspectives, and thus provides insight into the nature of interactions required in the value co-creation process. The paper starts by addressing the literature-based shift from ‘value creation’ to ‘value co-creation,’ and the conceptual complexity associated with the co-creation process. Next, the four organizational theories (i.e., configuration theory, structuration theory, effectuation theory, and governance theory), which examine specific issues of collaboration are briefly discussed. Third, the paper’s interpretative lens, the ‘viable systems approach,’ is introduced and linked to the four organizational theories for the purpose of deriving implications for value co-creation. Finally, the paper closes with a short conclusion. Moreover, a glossary of key terms used in the paper is provided in the Appendix.

Scopo del contributo è incrementare la nostra comprensione sul processo di cocreazione di valore, uno dei concetti chiave della Service Dominant logic, concetto focalizzato sulla valorizzazione di forme di interazione tra soggetti socio-economici; a tal fine l’articolo analizza gli stimoli forniti alla co-creazione di valore derivanti da alcune teorie organizzative, ed in particolare dalla configuration theory, structuration theory, effectuation theory e dalla governance theory. Queste teorie, infatti, contribuiscono a spiegare la natura della collaborazione diadica e/o reticolare tra attori. Nel seguito il contributo propone una integrazione delle proposte derivanti dalle citate teorie conseguibile tramire l’approccio sistemico vitale, così da stimolare interessanti considerazioni sull’effettiva natura dei processi di co-creazione di valore. L’articolo comincia con la declinazione del passaggio scientifico da creazione di valore a co-creazione di valore, poi descrive la complessità associata al processo di cocreazione di valore. Il contributo procede introducendo le citate teorie organizzative, ciascuna delle quali esamina specifici aspetti del processo di co-creazione di valore. Infine propone una lente interpretativa, l’approccio sistemico vitale, quale teoria unificante delle prospettive organizzative introdotte per la comprensione del concetto di cocreazione di valore.

Keywords:Co-creazione di valore, configuration theory, structuration theory, effectuation theory, governance theory, approccio sistemico vitale.

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Jaqueline Pels, Francesco Polese, Roderick J. Brodie, Value co-creation: using a viable systems approach to draw implications from organizational theories in "MERCATI E COMPETITIVITÀ" 1/2012, pp 19-38, DOI: 10.3280/MC2012-001003